Air pollution causes more than 4,000 premature deaths in London each year.
The Zero Emissions Network (ZEN) is an air quality initiative supported by Hackney, Tower Hamlets and Islington councils. The scheme, funded by the Mayor’s Air Quality Fund and the three councils, aims to help businesses save money, reduce emissions and improve air quality.
The ZEN project launched 2013 focusing on Spitafields, Shoreditch and Clerkenwell, identified as one of the most polluted areas of London, but also a thriving hub of young, innovative and proactive businesses, so this was the perfect combination of ‘challenge meets opportunity’.
So far the only online presence was static web pages on each individual council’s site and registrations were still being done manually.
There was a need to bring all communications together to save time, money and keep the information up-to-date in a more efficient way.
As more businesses entered the scheme – offering more services, discounts and deals to partners – a dedicated website was needed in order to manage those relationships better.
InnerVisions ID were brought in to provide the design strategy, user-experience and design of the new site.
Working within ZEN’s brand guidelines, we designed a site which heroed the offers from partners first (the blue and grey boxes with icons which we also developed) and we lifted the brand with touches that imbued a gently quirky sense of humour and personality to appeal to the target businesses and people. The site was also ‘peppered’ with relevant stats and key ZEN achievements.
Examples of this were the headings like “News at ZEN”, “Get in touch, ZEN!”, “Zen Masters” (for business case studies) and the Twitter bird flying amongst the ZEN clouds at the top of the site.
Since the launch of the website, ZEN has had nearly 100 new members and reached 1000 members – an increase of 7.6% in just two months!
The website also saves time and money by giving ZEN staff a place to direct enquiries, by making the benefits a lot clearer to potential and current members, and by allowing businesses to sign up for the initiative directly through the website (rather than manually as before).
The ZEN team were delighted with the final result…
InnerVisions ID took the time to understand the project and were clearly excited by our aims. They collaborated with our in-house design department to make the most of the materials we already had and ensure consistency across all our platforms. Thanks to their attention to detail, excellent communication and timely delivery, the whole design process ran smoothly and hassle-free.
We’re really happy with the finished article and save hours each week now that we can direct businesses to a clear, easy-to-use website.
Senior Project Officer, ZEN
London Borough of Hackney
To close the circle, InnerVisions ID now are proud to be an official ZEN partner, providing partnership rates on branding services for other ZEN businesses, who are all committed to cleaner air and reducing emissions.